1. Challenge 7: Smarter Headlines Chris Orwa, Kartik Mandaville, Sofia Lotto Persio #mediaincontext

2. Introducing HEADITOR Headlines will never be the same again

3. Journalists got 99 problems & headline is one 20+ headlines required from journalists per article BECAUSE Headlines are crucial in readers’ engagement (distribution) BUT Journalists are on tight deadlines AND Headlines take time to write  how to improve the writing process to maximize distribution?

4. Our Vision: There are 7 billion people on Earth We want to create 7 billion headlines. Per article.

5. A two-phase solution to enable personalized distribution Good for the journalists Save journalists time in thinking of different headlines for each social media channel. Good for the reader Provides dynamic, personalized headlines for publication’s website and apps.

6. How does it work? Deliver keywords based on language processing to optimize search results and personalize readers’ experience

7. Phase 1: Headline Generation Journalists use words suggested on basis of keywords in the article vs. best results tailored to the readers’ demographics.

8. Phase 2: Headline Distribution Each headline is fed into publication CMS Website visitors fitting into the segment will be shown a customised for them

9. Demographics Featured Present Social Media used Age group: Under 18 19 - 40 40 - 65 65+ Future Time of publication Language Mood Headline design Bias detector

10. Mission Accomplished? Innovation: Uncapping the API data to improve SMO/SEO and create dynamic headlines which will ultimately become tailored to each reader. Potential: Conceptual and technological basis, anything can be built on that; the more the algorithm is used, the more demographics about the users actions are collected  It will keep improving itself. Impact: Personalized distribution  improved connection with the story, its reach, and potential for community engagement.

11. Mission Accomplished? Technical & Design: Open source libraries – nltk and DatumBox. Al-Jazeera’s, USAToday’s, NYT’s, Twitter’s API used to create a personalized API based on the readers’ demographics. Journalism Values and Ethics: Providing support as journalists retain control over editorial standards. Optimized headlines  increased exposure for articles (even for small/independent publication)  enhanced reputation  bigger readership.